Page 34 - AAA NOVEMBER - DECEMBER 2016 Online Magazine

COLuMN MANEESH JAIKRISHNA

Integrating Technologies;

Farmiliarising Technology

hen it comes to using new same. Passengers even when exposed to
technologies, there is only an self-service choices depicted unique set of
extent to which we seek new choices which could be categorised in four
Wtechnology. In our culture of different types – Careful Planner, Pampered,
instant fulfilment, where expectations are Hyper-Connected and Open-Minded
set by immediacy, we are still cautious about Adventurer. Each profile used technology in
technology which is too complex and prefer different ways showing that a ‘one-size fits all’
easy to use- technology. There are only exciting approach risks alienating some passengers.
possibilities on the horizon when it comes Anyone can complete this short online form
to customisation and personalisation which to find out what kind of traveler they are and
would start by interpreting travellers choices compare their personal behaviour to others double check every stage of preparation
correctly. The future with the increased use from around the world. The survey found that and travel. Anxiety ridden and apprehensive
of technology would successfully deliver a : about the travel experience tends to drive
more personalised, contextual and enjoyable their behaviors.
experience for travellers. Careful Planners:
While technology is an extension of Thirty four per cent of the passengers were Hyper-Connected
human capabilities, its acceptance in our lives “Careful Planners”. Careful planners were Fourteen per cent were Hyper connected. To
is subject to two main factors; how useful defined as travelers who do not want to such travelers it is very important for them
travellers find the technology and how easy risk anything negative on their journey, so to maintain control and determine their own
the technology is to use reported the findings they planned ahead in time to avoid any context. They value efficiency very highly.
of SITA’s passenger IT Trends Survey. The negativity or cause for anxiety. Often they They tend not to be passionate about travel
online survey which was conducted and commonly experience mild annoyance
amongst 9,216 respondents from and impatience.
19 countries across the Americas,
Asia, Europe and the Middle East Pampered:
and Africa, represented almost Fourteen per cent were pampered and
three-quarters of global passenger relaxed travelers who could afford a higher
traffic. Participants were asked to standard of service. They make frequent
review each stage of their journey use of status-based services for e.g.,
and identify their range of emotions lounges, loyalty programs, etc. They tend to
with an emotion scale tool. enjoy travel more than others, but regularly
Passengers experienced the experienced a blend of mild annoyance with
most negative emotions during anticipation and joy.
the security screening, passport
control and baggage collection Open-Minded Adventures:
steps of the journey, peaking at Nine per cent were open minded adventurers
nearly one third of passengers eager to try new things and services. They
at security. These were not are looking for memorable experiences, but
only steps which were found tend to travel economy class and look for
invasive but also the steps with bargains. They are happy and excited about
the least number of self-service their travel journey, although many also
technology options. express underlying apprehension.

Customisation and
Personalization (Maneesh Jaikrishna is Vice President, India
But not all passengers are the & Subcontinent of SITA)
34 ASIAN AIRLINES & AEROSPACE NOVEMBER / DECEMBER 2016 WWW.GBP.COM.SG/AAA